Case study
Gurucul
Brand positioning and messaging
Brand identity
Updated Design System
Website strategy, design and writing
Challenge
Gurucul, a security analytics software company, needed to elevate its brand identity and messaging to stand out in an increasingly competitive $8 billion market. Despite being recognized as a visionary by Gartner, Gurucul struggled with inconsistent messaging due to its broad product platform. The challenge was to create a focused, compelling narrative and visual identity that would resonate with SOC teams and CISOs while highlighting Gurucul’s commitment to clarity and innovation.
Solution
We collaborated with renowned identity designer Jared Granger to develop a new brand strategy and visual identity. This included refining the messaging framework to clearly communicate Gurucul’s unique value proposition of empowering SOC teams with clarity and reducing distractions.
The visual identity was updated with a refreshed logo and a modernized design system that emphasized openness and innovation. The new brand expression debuted at the RSA Conference 2024, successfully capturing attention with its distinct look and focused messaging.
Impact
The rebranding significantly boosted Gurucul's visibility and engagement. At RSA Conference 2024, booth visitors increased by 38%, and opportunities created rose by 50% compared to the previous year.
The new messaging and positioning led to a 193% increase in inbound leads during the first six months of 2024 and a 155% increase in new logo revenue.
The updated website saw a 54% rise in inbound leads and a 31% increase in organic traffic, reinforcing Gurucul’s position as a leader in the cybersecurity industry.
The work resulted in a 193% increase in inbound leads during the first six months of 2024 and a 155% increase in new logo revenue.
“The rebranding has been very successful. Internal stakeholders, customers, partners and prospects have commented positively about the refreshed messaging and visual identity.”